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A new Web Marketing ROI Calculator - Part 1
In the beginning, search engine marketers were only
concerned about top 10 rankings. Do you remember those
days' Then, as things progressed and we began to work
"smarter," we began to take note of how those top 10's were
actually converting to traffic and sales.
After all, in any marketing campaign, the true bottom line
should be your ROI, the return on your investment. That's
how you'll know if your marketing efforts are really
working, or if you need to go back to the drawing board and
try something new.
Recently, I was introduced to a new ROI calculating service
called KeywordTool. It covers both pay-per-click engines
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To write the article, I interviewed Chris Genge of
KeywordTool (http://www.keywordtool.net), and he took me on
a tour of the service itself.
Question:
Please explain what KeywordTool is and what it really does.
Chris:
"Deciding which keywords best suit each Web site and
which ones specifically will generate
sales/conversions is perhaps the toughest job in SEO.
Tools like Word Tracker are a great help in narrowing
down keyword selection, but then what'
"In the past, decisions were not based on facts but
mostly speculation. This gave people no alternative
but to promote or bid on larger keyword groups. We
used a shotgun approach in hopes of increasing sales,
with no way of telling which keywords were adding to
our bottom line!
"A common saying in advertising is: `In any good
campaign, 50% of all advertising dollars are wasted,
but which 50%'' KeywordTool can answer this question
for keyword promotion campaigns.
"KeywordTool's tracking service tracks the conversion
or sales performance of keywords on search and pay-
per-click engines, showing which keyword phrases are
actually converting into customers and from which
search engines. It is not a visitor tracker; instead,
it determines keyword performance.
"With this keyword referral/conversion rate
information, one can then fine tune their keyword
choices and streamline promotion and bidding expenses
to increase efficiency, sales, and profits, or in
other words...the bottom line.
"KeywordTool is an online service that gathers
information about your Web site referrals and
sales/conversions. Using your private user name and
password, you can then access the stats so you can
review the information and make informed decisions
about how to continue your online promotion.
"KeywordTool is designed for use with SEO and Pay-Per-
Click (PPC) campaigns. It's well suited for both."
Question:
Is there a way that we can see a demo of how the service
really works'
Chris:
"Go to http://www.keywordtool.net At the top of the
page, you will see the log in. Use the username of
"keywordtool" and password of "demo" to access the
demo.
"The first page is the list of search engines that
have sent referrals to the specific Web site you wish
to have monitored. Only search engines that have sent
a referral will appear on the listed sites. New search
engines will appear as referrals are sent.
"The `Create details' or `Edit details' in the first
column is where you would click to configure your
search engine settings. This is where you tell
KeywordTool what your average cost per click is for
each search engine you want to calculate. This can be
filled out after some data has been gathered.
"The search engine column is the list of only those
search engines that have referred visitors to your Web
site. You will notice that KeywordTool will also
differentiate between regions for those search engines
that are regionalized.
"The Column marked "Clicks" tells you the total number
of referrals sent by each SE.
"PPC is the average price per click you have set for
yourself. For those using this for SEO, this can be
left blank. The PPC can be changed or added at any
time, allowing you to re-calculate your PPC using new
information.
"CONV is the number of conversions you have received
from that particular search engine. The details about
the number of conversions are at the next level.
"You can define what a conversion is:
-A "SALE"
-A subscription
-Downloading a file
-Filling out a form
-Or anything you consider to be an acquisition
"The CONV% is where KeywordTool calculates the
percentage of conversions based on the number of
referrals received from that search engine. It's
really just a performance guide of the search engine
for the keywords you have listings for.
"PPA is the `price per acquisition.' It tells you how
much each new customer ......
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